<p>In this study, we employed a multifaceted approach that integrated subjective questionnaires with electroencephalography and eye movement techniques to collect subjective ratings (valence, arousal, sense of culture, sense of comfort, sense of fun) and physiological data (e.g., α/β values, pupil diameters, fixation counts, and fixation durations) from 30 participants who viewed 18 videos of rural greenways. We then quantified the landscape features using semantic segmentation to perform Pearson correlation analysis. The results of the study indicate that: Firstly, it is evident that physiological indicators can effectively supplement the ambiguity of subjective evaluation. Secondly, different greenway types present different emotional effects. For example, social and cultural greenways (S2) stimulate active visual exploration and significantly enhance multidimensional emotions. In contrast, waterfront greenways (S3) enhance the valence and comfort through a high proportion of water elements. Furthermore, forest greenways (S4) enhance relaxation and comfort. Finally, Field greenways (S5) enhance the sense of culture and sense of fun. Thirdly, landscape features are the core of driving emotional and physiological responses. The presence of water has been demonstrated to enhance the effectiveness and comfort of the environment. The appropriate proportion of sky and spatial enclosure has been shown to create a pleasant sense of openness. Architecture, artificial facilities, and local vegetation have been found to help enhance cultural cognition, while natural vegetation has been shown to have a detrimental effect. Finally, a variety of artificial facilities have been found to enhance the sense of fun. In this study, we developed a theoretical framework that integrates the concepts of “Greenway types—Landscape characteristics— Emotional effect”. This framework provides a scientific foundation for the emotion-oriented planning and design of rural greenways.</p>