I would store HTML data in nvarchar(MAX). But if you think that there will only be characters in your code page, or you have a UTF-8 collation varchar(MAX) should also work.
In any case, the errors you are getting are not due to the data type as such, but because the file does not comply to the options you have set. You have set that each field is terminated by the sequence ","
, which seems unlikely to me. Furthermore you have specified that the sole row terminator is linefeed, which is what we can expect if it is a Unix file, but not if it is a Windows file.
Anyway, HTML or not, this is a sample of a line complying with the format you have specified:
ABC","DEF","88989","XYZ
If you think there are quotes missing, you are right. But this is what you have specified.
As for what you should specify - as other have said, we need to see a sample file as well as the CREATE TABLE statement for the table. We also need to know the output of SELECT @@version.