A method and apparatus for transmitting/receiving a reference signal for positioning in a wireless communication system are provided. In the method, a BS locates a PA preamble in a second frame among frames constituting each of multiple superframes, locates a SA preamble in first symbols of first and third frames among the frames constituting each of the multiple superframes, determines multiple consecutive first superframes belonging to an LBS zone from among the multiple superframes, includes a reference signal for LBS in a first symbol of a first subframe of a last frame among frames constituting each of the first superframes, includes data in a first symbol of a first subframe of a last frame among frames constituting each of second superframes that correspond to the multiple superframes excluding the first superframes when the data is to be transmitted, and communicates with an MS by using the first and second superframes.