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OTHER PAYABLES AND ACCRUALS (Details)
 12 Months Ended
Dec. 31, 2013
USD ($)
Dec. 31, 2013
CNY
Dec. 31, 2012
CNY
Dec. 31, 2011
CNY
OTHER PAYABLES AND ACCRUALS        
Accrued operating expenses   330,863,616 204,438,348  
Electronic coupon   133,306,380 41,475,136  
Accruals for property and equipment 6,118,357 37,038,698 34,450,253 32,195,338
Deposits received from suppliers and packaged-tour customers   33,769,690 10,161,612  
Due to employees for stock option proceeds received on their behalf   28,413,780 13,242,768  
Payable for acquisition   23,773,221 19,742,776  
Interest payable   13,838,961 1,492,269  
Others   34,100,603 18,754,719  
Total $ 104,911,864 635,104,949 343,757,881