\startxmlsetups html
  \xmlsetsetup{#1}{{html|head}}{html:flush}
  \xmlsetsetup{#1}{{html head script}}{html:script:context}
  \xmlsetsetup{#1}{{html body}}{html:body}
  \xmlsetsetup{#1}{p|i}{html:*}
\stopxmlsetups

\startxmlsetups html:flush
  \xmlflush{#1}
\stopxmlsetups

\startluacode
function xml.functions.parseScript(s)
  local mimetype = s and s.at and s.at.type
  if mimetype and mimetype == "text/vnd.context" then
    lxml.context(s)
  end
  if mimetype and mimetype == "text/x-lua" then
    local code = xml.text(s)
    context( "\\startluacode " .. code .. " \\stopluacode" )
  end
end
\stopluacode

\startxmlsetups html:script:context
  \xmlfunction{#1}{parseScript}
\stopxmlsetups

\startxmlsetups html:body
  \starttext
    \xmlflush{#1}
  \stoptext
\stopxmlsetups

% default setup for paragraphs
\startxmlsetups html:p
  \dontleavehmode\xmlflush{#1}\par
\stopxmlsetups

% default setup for italic inlines
\startxmlsetups html:i
  {\it\xmlflush{#1}}%
\stopxmlsetups

\xmlregistersetup{html}