Influence of Differentiated Tolling Strategies on Route Choice Behavior of Heterogeneous Highway Users

The differential toll policy has emerged as an effective method for regulating expressway traffic flow and has positively impacted the efficiency of vehicular movement, as well as balanced the spatial and temporal distribution of the road network. However, the acceptance of differentiated charging policies and the range of rates associated with these policies warrant further investigation. This study employs both revealed preference (RP) and stated preference (SP) survey methods to assess users’ willingness to accept the current differentiated toll scheme and to analyze the proportion of users opting for alternative travel routes and their behavioral characteristics in simulated scenarios. Additionally, we construct a Structural Equation Model-Latent Class Logistics (SEM-LCL) to explore the mechanisms influencing differentiated toll road alternative travel choices while considering user heterogeneity. The findings indicate that different tolling strategies and discount rates attract users variably. The existing differentiated tolling scheme—based on road sections, time periods, and payment methods—significantly affects users’ choices of alternative routes, with the impact of tolling based on vehicle type being especially pronounced for large trucks. The user population is heterogeneous and can be categorized into three distinct groups: rate-sensitive, information-promoting, and conservative-rejecting. Furthermore, the willingness to consider alternative travel routes is significantly influenced by factors such as gender, age, driving experience, vehicle type, travel time, travel distance, payment method, and past differential toll experiences. The results of this study provide valuable insights for highway managers to establish optimal toll rates and implement dynamic flow regulation strategies while also guiding users in selecting appropriate driving routes.