You're at check-in. The agent asks where you're flying out again. You say you're not, you're taking a bus across the border in three weeks. That answer doesn't help you right now. A dummy ticket, also called an onward ticket, a real PNR booked for visa or border-check purposes without paying for the flight, is what the agent needs to see, and your land-exit plan isn't going to show up on their screen no matter how you explain it.
If you're at the check-in desk right now
Book a real onward reservation on your phone before the agent moves to the next question. Pick any date inside your visa or entry-permission window, ideally near the end of it so you're not boxed in. You don't need to use it later. You need it to resolve when the agent looks it up in the next 45 to 60 seconds. A provider that issues a genuine PNR works. A screenshot doesn't, and an agent who's seen a hundred of those spots it fast.
If you have 20 minutes before boarding closes
Don't argue the land-border point with the agent. It's true, but it's not their problem to solve, and explaining your itinerary burns the exact minutes you need to fix it. Open a booking site, get a real reservation issued, and bring the confirmation back to the desk. Twenty minutes is enough time to do this once, calmly. It isn't enough time to do it twice, so get the dates right the first pass: inside your stay window, not past it.
If you have an hour
You've got room to do this properly instead of fast. Check the exact length of your permitted stay before you book anything, since a ticket dated one day too late defeats the entire point. Book a reservation, then verify it actually resolves by looking it up yourself on the airline's manage-booking page, using the same reference the agent would use. If it comes back empty, you're not done. Fix it before you're back in the queue.
If you booked this trip weeks ago and just realized the gap
Good, you've got time most travelers don't. Book the onward reservation now, from wherever you are, dated to land inside your visa window. There's no rush penalty for doing this early; the only requirement is that the booking still resolves on the day someone checks it, so avoid anything with a validity window shorter than the gap between now and your flight.
If they've already refused you
Ask specifically what would change the decision: a booking, a printed document, a different date. Agents work from a checklist, not a mood, and naming the exact gap gets you a faster answer than explaining your overland plan again. If a same-day fix is possible, take it immediately rather than trying to argue the underlying policy. If it isn't possible today, get the denial in writing if you can and rebook your flight once the onward document is sorted, rather than showing up a second time with the same gap.
If you're still at home packing
This is the easy version, so don't waste it. Look up your permitted stay length before you book anything else. Book a real onward reservation dated near the end of that window, not the start, so a delayed land crossing doesn't push you past it. Save the confirmation as a file on your phone, not just an email you'd need signal to reload. Do this once, properly, and the check-in desk becomes a non-event instead of a scramble.
If your bus or train ticket already has a fixed date
Don't try to match your onward-ticket date to that exact day. The airline doesn't see your bus itinerary and doesn't need to. What it needs is a reservation dated inside your permitted stay, full stop. Keep the two separate: one document proves you can leave the country by the deadline, the other is how you actually plan to do it. They don't have to line up to the day.
Why this happens specifically on land-exit itineraries
Airlines carry liability for landing a passenger who then gets refused entry, so check-in staff verify onward or return proof before boarding, every time, regardless of how you actually plan to leave. A bus ticket, a land-border crossing plan, none of that runs through the airline's system, so as far as check-in is concerned, it doesn't exist. The fix isn't convincing the agent your land plan is real. It's giving their system something it can check.
If this is a recurring pattern for your trips, our guide on what is a dummy ticket covers the basics before you're standing at a counter, and if you've already been turned away once, see what to do after denied boarding for no onward ticket.
Sources: IATA Timatic, gov.uk Foreign travel advice: Thailand.
Skip the desk-side scramble next time: book a verifiable onward ticket before you get to the airport.