文化和旅游部公布的旅游市场强制消费典型案例暴露了行业的顽疾。导游黄某龙强迫游客购物，言称"今天早上我们是要去消费的，你不要这里躲那里躲，两手空空回到车上"和"人手一件货"，因此被罚款5000元，违反了《导游人员管理条例》第十五条、第十六条1。另一导游付某采取更极端手段，以"如果不买东西的话，我就给你们跪下"的方式胁迫游客消费，被罚款3000元，违反《导游人员管理条例》第十六条1。这两起事件分别在2026年3月和7月被处罚1。
尽管相关部门持续展开整治行动，旅游强迫购物乱象仍屡禁不止。律师王佳琳指出，问题的根源在于违法成本与收益的倒挂——一趟团的购物返利可能远高于违法成本1，加之平台执行力度有限，使得这一顽疾难以根除1。
The Ministry of Culture and Tourism has publicized several representative cases of forced consumer spending in the tourism sector, highlighting the persistence of this illegal practice despite ongoing enforcement efforts.1 Guide Huang Molong was penalized 5,000 yuan for compelling tourists to make purchases, using phrases such as "we are here to spend money today, don't hide here and there, and return to the bus empty-handed" and "everyone must buy something."1 Another guide, Fu Mou, was fined 3,000 yuan after telling customers "if you don't buy anything, I will kneel down for you."1 Both violations breached provisions of the Guide Personnel Management Regulations.1
Despite these administrative penalties, the illegal practice of coercing tourists into purchases remains widespread.1 Legal experts attribute this persistence to a fundamental economic imbalance: the rebates and commissions guides earn from group purchases often far exceed the fines imposed for violations, creating little deterrent effect.1 Additionally, limited enforcement capacity by platforms managing tour groups contributes to the difficulty in eradicating the problem.1
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