Making time to spend a few days in Hoi An is worth the trip. Yes, the area can be somewhat touristy, but the market is marvelous; food options in the area are vast; and seeing the boats on the river at night is not to be missed. We were there over Christmas, enjoying our stay immensely. We took a walking tour of the market, visiting some of the historic old Japanese home, which were very much worth it.
Be prepared though for high water on the river if it is high tide plus the full moon.
If you are looking for quality clothes to buy at a reasonable price, this is the place to do it.