It's "_self" to open the link in the same tab
HTML DOM Anchor target Property[
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or just leave out the "target" altogether and it'll default to _self. If you're asking how you can open the link in a div, then you can't. If the target is on your own site you could use something like jQuery's ajax.load
.load() | jQuery API Documentation[
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That will only work if the html is suitable for embedding in another page, ie that is not a whole page with html and body, and that the css is needs is supported etc etc.
Your other alternative is to use an iframe and load your target page in that.