Cultural interactions can become problematic, however, if there is a lack of understanding by the tourist of local cultural norms and perceptions (and vice-versa). Hoi An residents, like people elsewhere in Viet Nam, tend to emphasize “the internal” and “hidden charm”14 rather than the outward expressiveness common in Western cultures. is di erence can lead to misunderstandings and can result in residents becoming o ended by what they perceive as inappropriate behaviour. For example, o ence can be caused when tourists wear revealing clothing at the beach or when tourists dress inappropriately in sacred or formal areas such as temples and assembly hall