To be precise the analyst wants to see if the std dev of cost = $300 (not if the cost =300).
The wording in the question is "whether" the std dev is 300. Maybe this is where you got confused. "Whether" means if it "is" or "isn't". You wrote "the analyst wants to determine if the cost is 300", but a better wording would be "the analyst wants to determine if the std dev is or isn't 300". The "is" part will be Ho (or in a two-tailed test simply the one with the = sign).
Refer to pp.291-292, specifically the top of p.292. Ho is always the hypothesis being tested, Ha is basically the "default" hypothesis if Ho can be rejected.
Since the analyst's original test refers to std dev=300 this will be Ho. If this is rejected, that is, std dev doesn't =300, is Ha.
Hope this helps.