Abstract: The toll rate directly influences the traffic volume on toll highways, and hence influences the benefits of the projects. After an analysis of the factors affecting the route choice of cars, the concept of perceived operating cost is put forward. Amethodology for rationally setting the toll standard of highways is proposed based on the study on toll diversion model and its application, and illustrated by a practical example. Being a theoretical basis forsetting a rational toll standard, the proposedmethodology is to provide decision support information for the construction of toll highway projects.