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Grounding on self-determination theory, this study proposes that job characteristics (task variety and skill variety) enhance employees’ creativity through thriving at work. It also aims to examine the boundary condition of managerial coaching for the link between job characteristics and thriving. A time-lagged dyadic data collected from 313 frontline hospitality individuals’ analyses performed through AMOS and PROCESS macro show that job characteristics promote individuals’ thriving and thriving affects individuals’ creativity positively. Skill variety as compared to task variety was found to be more strongly affecting thriving at work. Thriving mediates job characteristics and creativity. Moreover, managerial coaching significantly moderates the effects of job characteristics on thriving. This study supports the self-determination perspective of job characteristics, thriving, creativity and managerial coaching in the Chinese hospitality sector.