On the Wikitravel article on Negril, someone wrote:
To see more of the area in and around Negril, with a local flare, requires a tour guide. Tour Guides can be hired relatively cheaply, and will add a lot of life to your exploration of Negril, and Jamaica at large. To find one, it is easiest to ask for a referral from a tourist spot, like Rick’s Cafe. One local favorite is Sexy Rexy, a Rastafarian tourguide, but others can be found as well.