The Vietnamese, basically speaking, are easy-going, friendly, and hospitable people. The way they communicate with one another in society is influenced by Confucianism. In other words, Confucianism has exerted crucial influence on the Vietnamese people's lifestyle. The leading principle of Confucianism is humanism, benevolence and leniency among people. It lays the emphasis on reciprocity and unity is of great importance in society. Relationships of the family type are also seen among friends and fellow workers. More specifically, friendship is highly treasured. In Vietnam, there is a saying that "next-door neighbours are much more important than distant relatives". This is part of Vietnamese traditional culture. Friendship has been enhanced by the Vietnamese people whose hospitality is always praised by visitors. They are willing to receive friends and visitors, either pre-arranged or unexpected, and give them warm welcome.

In addition, many Vietnamese are reluctant to accept help from others because gratitude is thought to be a debt. Self-respect holds a high status in the traditional code of virtues. Overstatement is not common and Vietnamese are not generous with praise. Lauding someone improperly or in his presence is regarded as flattery and sometimes even as mockery. If a Vietnamese is praised for his achievements or other reasons, he usually shows his modesty by passing the praise to other people's merits. Those are typical behaviours of the Vietnamese. Generally speaking, the Vietnamese still retain a myriad of long-standing fine traditions in their lifestyle, an indispansable part of the nation's identities. Their lifestyle is reflected in the relationship between the family and society in which the family is to preserve and develop traditional values for future generations.

Therefore, according to travel companies, one of features that Vietnam tourism attract foreigners is beautiful and friendly Vietnamese people.