A bossy Chinese tour guide sparked outrage as he pressured holidaymakers to buy souvenirs - warning them they would not be allowed to return home if they refused.

The aggressive, unlicensed guide allegedly forced a group of Chinese tourists visiting Thailand to purchase goods at a shop he personally recommended.

Footage shows the arrogant attendant, wearing a purple shirt, speaking in Chinese over a microphone. He allegedly announced that the group would stop at a duty-free store, and anyone who failed to buy something would not be allowed back on the bus.

He said: 'I'm telling you now, when we get to the duty-free shop later and you do not buy anything, you will definitely not be allowed on the bus.

'I'm telling you, tonight, I will not allow you to return to China.'

The guide also pointed at and threatened the person filming the incident, demanding the video be deleted.

Tourism and Sports Minister Atthakorn Sirilathayakorn confirmed on Tuesday that he had instructed the Department of Tourism and the Tourist Police to determine when and where the incident occurred and to identify the tour company involved.

Atthakorn said: 'Thailand is entering the high season, so it's important to build confidence among tourists in all aspects.'

Tourism operators fear the incident may be linked to the notorious 'zero-dollar tour' scheme. These types of tours are often sold at extremely low prices to attract travellers, with operators later recouping losses by directing tourists to affiliated shops in exchange for commission or kickbacks.

The scheme has plagued Thailand's tourism industry for years, although since the Covid-19 pandemic, Chinese tourists have increasingly favoured premium packages or independent travel.

Licensed Thai guides have raised concerns, noting that foreign nationals are prohibited from working as tour guides in Thailand. Many are now calling for an investigation.

Illegal guides could face up to one year in prison, a fine of 100,000 baht (2,300 GBP), or both.

Additionally, tour companies may be charged with unfairly exploiting tourists, which carries fines of up to 50,000 baht (1,150 GBP) and possible licence suspension for up to six months.

(1 BAHT = 0.023 GBP)