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.