\setupinteraction
  [state=start]

\setupinteractionscreen
  [option=bookmark]

\placebookmarks
  [chapter]
  [all]

\starttext

    \chapter[hans]{Hans} \goto{Taco}[taco]

    \chapter[title=Taco,bookmark=Hoekwater,reference=taco]  \goto{Hans}[hans]

\stoptext

