A video of the incident, recorded by a tourist on the bus, was shared on a Facebook page dedicated to news about Thai tourism on Monday.

The footage showed a man, believed to be a Chinese guide, telling the tourists they would stop at a tax-free shop, and anyone who did not make a purchase would not be allowed back on the bus, according to Bangkok post.

When some tourists expressed their disagreement, the guide warned them that they would not be able to return to China.

The video quickly went viral, sparking widespread criticism on social media.

On Tuesday, Tourism and Sports Minister Atthakorn Sirilathayakorn stated that the Department of Tourism has been instructed to collaborate with tourist police to investigate the incident, including the location, time, and the tour company involved, The Phuket News reported.

“Thailand is entering the high season, so it’s important to build confidence among tourists in all aspects,” he said.

If the investigation confirms any wrongdoing, strict legal action will be taken to protect tourists’ rights and uphold Thailand’s tourism industry’s credibility.

Officials noted that the tour company and guide could be violating the Tourism Business and Tour Guide Act.

An illegal guide could face up to one year in prison and/or a fine of 100,000 baht (US$3,080), while the tour company could be fined up to 50,000 baht and face a suspension of its license for up to six months.

Thailand has welcomed over 25 million international visitors so far this year, generating more than 1.15 trillion baht in tourism revenue.

China was the second-largest source of visitors, contributing 3.58 million tourists.